the
amenity
issue
2 Aquatic Leader Magazine | FALL 2017
fall. 6 8 10 13 14 18 22 25 24
A New Face to Fitness Knockout competition with a new take on fitness centers and gyms.
28
American Pool Family of Companies Let us introduce you to some of the many companies that help make us great.
Property Manager’s Pool Prep Guide Plan your 2018 season today with our handy pool prep timeline.
30
Client Spotlight We treat our customers like family. Take a look at Shipley’s Choice story.
Multilevel Pool Management Learn how multilevel management works for pool facility. Define Your Community Culture Activities to develop a sense of community among your residents. Aquatic Solutions: No Community Left Behind Aquatic Solutions ensures that remotely located swimming pools are taken care of as meticulously as ones located near large cities. The Hitlist: Must-have Amenities Eight of the hottest amenities that will blow your residents away. A New Generation of Renters Why millennials are delaying the American Dream in favor of modern, updated properties with all-inclusive style amenities.
A New Face to Fitness, page 6
Get Aquatic Leader on the Go! Always have the current issue with you and convenient access to back issues - wherever you go. Visit americanpool.com/aquaticleader.
Do you know the hottest amenity trends? Test your knowledge with our crossword puzzle recap. Reflections: Brooks Wedeking President of American Pool Houston speaks on his journey at American Pool and Hurricane Harvey’s devastation. 3 Aquatic Leader Magazine | FALL 2017
creators Creative Director / Lauren A. Deckard Editor / Keisha Rigby Managing Editor / Scott Small Staff Writer, Editor / Julia Hanold
content contributors Ben Basch Bob Burgess Jim Darke Julia Hanold Keisha Rigby Rick Naden Scott Small
photography
american pool enterprises, inc.
Alana Hardee Amy Raab Photography Heartline Fitness Lauren A. Deckard Unsplash
At American Pool, safety is our core value and everything we do is built around it. From lifeguard training to managing your water chemistry to repairing or renovating your pool, safety is our number one focus. Nothing, and we mean nothing, is as important to us as your safety at the pool.
publishing notes
American Pool was founded in 1984 and has since grown to be the largest commercial swimming pool management, maintenance, renovation and recreational facility management operation in the United States. We currently have 27 wholly-owned subsidiaries that are operating in 16 U.S. States and Washington D.C. Internationally, we have locations in Toronto and Ottawa, Canada.
Aquatic Leader Magazine™ is published semi-annually by American Pool Enterprises, Inc. It can be viewed online at: americanpool.com/aquaticleader Please send reprint requests and letters to: American Pool Enterprises, Inc. Attn: Marketing Department 11515 Cronridge Drive, Suite Q Owings Mills, MD 21117 P: 1.877.920.7665 General information about the company and its services may be found at americanpool.com.
advertising partners Alliant Hayward Commercial Pool Products Heartline Fitness LIVunLtd Merlin Industries, Inc. Pentair Commercial Aquatics
As a whole, our company serves over 3,000 commercial swimming facilities and over 9,400 residential pools. Commercially-focused American Pool companies service apartments, homeowner associations, country clubs, swim clubs, hospitality businesses, condominiums, fitness clubs and active adult communities. In addition, we employ over 7,200 lifeguards and 550 full time, yearround employees.
aquatic leader magazine™ Aquatic Leader is a semi-annual pool magazine that provides information about the swimming pool service industry. Our mission is to provide commercial property owners, managers and board members with content that helps them become informed decision makers. We cover topics that address all areas of swimming pool management, lifeguard services, pool maintenance and pool construction. With in-depth articles, unique sources and a fresh design, Aquatic Leader Magazine is a resource tool that you will reference over and over again.
find us on social media @myamericanpool | @guardforlife
American Pool
@myamericanpool | @guardforlife
@guardforlife
rick naden President, Chief Executive Officer American Pool Enterprises americanpool.com
We continuously review our process on precautions and preventative measures to deliver our clients and their residents with the safest and most enjoyable experience. Welcome to our twelfth edition of Aquatic Leader Magazine. As summer has come to a close, it’s a bittersweet feeling for us in the pool industry. We enjoy the rush of starting new projects, but we miss the hustle and bustle of the summer. American Pool Enterprises has been servicing residential and commercial swimming pools for over 32 years, and during that time, we have made it a priority to remain at the forefront of the industry when it comes to improved technologies, safety focus, and best practices. In this issue we focus on the latest top upgrades in the market, and how they can improve your residents’ living experience. From pool additions
to concierge services, the American Pool family of companies can handle any project that piques your interest. Keeping up with the hottest amenity trends is the only way to set yourself apart from competing residential properties. Additions that were once luxurious upgrades have become commonplace, forcing managers and builders to think outside the box when designing residential buildings. In keeping up with the newest trends, we are happy to provide tips to boost resident engagement, and provide the expertise you’ll need to take your property to the next level.
While upgrading your amenities is very important for today’s modern trends, keeping your amenities clean and safe for your residents is just as important. In this edition we discuss the many maintenance, management, and construction options we offer our clients. Whether it be upgrading and maintaining your fitness center or staffing and managing your pool, we work with you to make your residents feel safe and comfortable while they enjoy and relax at your property. You can never be too careful — we continuously review our process on precautions and preventative measures to deliver our clients and their residents with the safest and most enjoyable experience. We hope all of you have a wonderful winter celebrating holidays with family and enjoying time together. Until the spring, we will be prepping and planning to make the next swim season our best yet. Here at American Pool, we look forward to servicing your pool and most importantly establishing a safe and fun environment to be enjoyed by all.
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knockout competition with a new take on fitness centers and gyms
a new
face to fitness by Bob Burgess, President, Heartline Fitness Systems
Americans are encouraged to exercise and eat healthy from all corners… they want to do better, to feel better. A multitude of surveys and studies show that personal health is very important to the general population. There’s nothing more motivating than having fitness-centric amenities right in one’s community! A fully outfitted fitness center offering fitness classes and personal training, a swimming pool set up for laps or water aerobics, and much more are now available to a variety of properties regardless of budget. The data shows that apartment renters, for one, want – and are willing to pay for – these amenities. In the recent NAA report Adding Value in the Age of Amenities Wars states renters rank fitness centers as the number one community amenity, and that 46% of renters are willing to pay more for a fitness center amenity. Further, it reports that pools, walking paths, bike storage and other fitness-related amenities, are also in high demand. With all of that in mind, how can you leverage your fitness amenities to distinguish your property from the one next door or down the street? As we know, creating value in business is the name of the game – you must set yourself apart. Make prospects see your uniqueness, and in a more favorable light than your competitors. Given the latest fitness trends and our years of experience in the multi-family residential market, here are key trends and requirements that will drive tenants and owners to your door – and keep them there:
space is critical. You not only need enough space to accommodate the proper volume and variety of exercise equipment for your complex and tenant/owner demographics, but also multi-purpose space and areas to accommodate stretching, yoga and other floor-based workouts. Most equipment dealers and manufacturers can work with you to determine the space needs of your community.
multi-purpose space. This is where you can get the most bang for your buck and ramp up resident engagement. Space activation of both individual and group workouts happens here, and is important to your property. You can implement this strategy by hiring professional personal trainers/instructors to come in weekly, or set up an “unsupervised” virtual training kiosk like “Wellbeats.” Virtual training studios will allow your residents to exercise where they want, and when they want. They can train in all exercise 6 Aquatic Leader Magazine | FALL 2017
disciplines perfect for all ages—youth to an active senior population. Additionally, you’ll need to outfit your studios with soft goods – stability balls, TRX straps, kettlebells, battle ropes, etc. Manufacturers such as: Ziva, TRX, Prism and others offer a wide variety of these items.
high-intensity training rigs (HIIT). These multi-functional training systems are extremely versatile and are customizable to fit any space. Functional trainers are able to accommodate a wide variety of users and exercises using battle ropes, chin ups, dip handles, cable stations and more – plus storage shelf capabilities for your soft goods. The variety these units offer is what makes them such a popular choice. Treadmills are still the number one machine in popularity, but the industry trend is squarely on more multi-functional and cross-training methods and equipment. Exercisers want more strength and core training and they want a variety of activities to keep them engaged during workouts.
To set your property apart from your competitors, true activation of the aquatics complex is on the rise... a new spin on aquatics. The Aquatic Exercise Participation Report published in 2017 notes that aquatic exercise programs are on the rise. To set your property apart from your competitors, true activation of the aquatics complex is on the rise as well--formal classes in water aerobics, deep water running, “relaxing,” in-pool workouts on special floating rafts, even spin aquatics (using actual spin bikes) are making waves! Companies like American Pool are certainly pushing the envelope in the industry, and innovating new space activation services to the pool area.
outdoor fitness solutions. We’re beginning to see a trend to outdoor fitness equipment in the multi-family real estate channel, whether located by the aquatics complex, on the campus grounds (stand-alone area or alongside walking paths), or even on the rooftops of highrises. Again, a strategy geared to differentiating one’s property
from another, and creating innovative methods of repurposing unused space (roof tops). Life Fitness and Xccent Fitness are industry leaders in this category. Whether you choose one, two, three or all of these options to upgrade your fitness amenities, the key is to drive the experience they create for the customer/tenant. You can’t just outfit the fitness center or pool with all the latest bells and whistles and expect people to come and choose your property over another. You need to devise creative strategies to activate these spaces. Activation of your amenities is truly the last frontier, encouraging the customer to come back again and again. Keeping up on the latest trends, offering variety that lets users personalize their experience in the pool and fitness center, these are what will differentiate your property’s fitness amenities from all others.
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plan your 2018 pool season.
by Scott Small, Learning and Development Manager, American Pool Enterprises
Usually beginning in March, weather permitting, our pool professionals start the process of preparing pools for the new season. Site inspections, equipment and inventory checks are a part of this process.
We ask that you promptly review the quotes, ask any questions, then sign and return, allowing your pool professional to order, install, and/or affect any repair well in advance of the season.
In most cases, the property is required to ensure that water and phone service is on at the facility. If otherwise, please be sure to communicate your needs.
Is your pool a multi lifeguard facility? Safety is always our first priority. At single guard facilities, it is not a safe expectation that the guard can simultaneously watch the swimmers and check passes during peak times.
Pool Prep Timeline with American Pool SUGGESTED PARTS AND REPAIR TO CLIENT March - April
PARTS AND LINE ITEMS APPROVED Early - Mid April
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DRAIN AND CLEAN/SALVAGE April - Early May
ELECTRICAL PERMIT AND POOL PERMIT FILED April
REPAIRS COMPLETE Mid May POOL OPERATIONAL Early May
know what to expect.
If your facility requires pool passes, it is vital that expectations are set with both your pool company AND your patrons. Clear instructions on what to do about patrons without passes, guest passes, etc.
ON SITE GUARD ORIENTATION May
Who is applying for Health Permits and Electrical Permits, if applicable, is very important.
Your pool professional is usually responsible for setting up and attending your pool’s pre-opening inspection, if applicable. Depending on jurisdiction, they are set up beginning as early as mid-April and extend, in some cases, until opening day.
*dates may vary depending on your state and specific schedule.
SWIM READY 1 Week Prior to Opening Day
HEATER OPERATIONAL 1 Week Prior to Opening Day
LAB SAMPLE PASSED (IF APPLICABLE) 6 days prior to Opening Day
HEALTH INSPECTION PASSED AND ELECTRICAL INSPECTION PASSED (IF APPLICABLE) Late April - Early May
OPENING DAY! Saturday before Memorial Day (unless otherwise contracted).
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multilevel management
how it works for your pool by Ben Basch, Chief Development Officer, American Pool Enterprises
Another great day at the pool begins, residents arrive to a crystal clear pool, the sun shines and a trained lifeguard is on deck ready to ensure their safety. In swimming pool management these are the most visible aspects of a quality service. When all is as it should be, service looks easy -- but what does it really take to deliver each day at the community pool? What residents see when they enter the pool gate is actually the culmination of many layers of service occurring on and off-site assuring a safe and positive pool experience. Each fall, American Pool’s Management Team takes the time to evaluate the prior year and set a course for further success. It’s during this planning process that management sets expectations for how much growth is to be expected and determines what resources are required to continue to support both current and future clients. Managers review in-season customer feedback and service scores to identify themes that require organizational attention. A post season meeting with the client is also appropriate so that customers’ unique perspectives are considered in the plan for the next year. Taking time to listen to community managers and board of directors is critical for refining service to achieve exceptional results. Recruiting Professionals These staff members might not ever set foot on your property, but for our lifeguard management clients, the summer can’t commence without them! They maintain relationships with our seasonal associates, encourage referrals and bring in new applicants. In preparation for the season, recruiters connect new hires to our convenient inhouse lifeguard training courses. During the operating season, recruiters generate, communicate and confirm schedules so everyone knows where they are needed and when. Lifeguard Instructors Maintaining a reliable group of lifeguard instructors is vital to meeting the needs of pool facilities. Our 10 Aquatic Leader Magazine | FALL 2017
instructors have been vetted to assure adherence to Red Cross requirements. A steady calendar of affordable lifeguard training courses helps to make us the most attractive employer. Field Management This group of highly trained team members have the expertise to thoroughly evaluate facilities and assess the work needed to prepare and maintain a facility’s physical operations at our highest standard. Filter systems, chemical feeders and chemical balance all need monitoring, maintenance and calibration to meet health department requirements and ensure crystal clear water. Service may occur long before the pool opens or discreetly during daily operations. Any water or technological issues are reported immediately to quickly and adequately handle any problems that may arise. Safety Auditors In addition to regular field supervisors, a group of independent safety auditors visit our managed pools unannounced. During their visit, they verify the skills of the lifeguard on duty and use this opportunity to review techniques as necessary. They also perform a facility check to identify and communicate deficiencies. Customer Care Our clients can expect a professional answer when they make the call to our offices. If our customer care representative can’t reach the account manager at their desk they always get the message to the right person. Each call is logged so operations can make sure every customer receives the attention and resolutions they deserve. It takes many caring people, working together to achieve a great day at the pool. Every member of the team does their part to make sure residents and their guests have a safe and enjoyable pool experience.
ALLIANT
CONSTRUCTION SERVICES GROUP THE BROKER OF CHOICE
“Alliant understands the risks associated with general, trade and service contractors. From design to implementation to completed operations, they are the most knowledgeable and attentive broker in the industry. Trust Alliant to exceed your surety and insurance program expectations.�
Rick Naden
President and CFO, American Pool Enterprises, Inc.
For more information, please contact: Scott Cleinman, Senior Vice President | 602.707.1903 scleinman@alliant.com |www.alliant.com
define
your community culture with
events
by Keisha Rigby, Marketing and Communications Coordinator, American Pool Enterprises
In the property management business, the Holy Grail is the elusive “sense of community” among residents, which creates bonds between residents and the property itself. That sense of community gets leases renewed and encourages referrals from current residents. One key way to develop a sense of community among residents is to organize a series of resident activities for them to participate in. In addition to building a community, on-site resident activities give staff a chance to see which residents are worth retaining and which are better off getting politely non-renewed. If you witness property damage, drunkenness, bullying, or other negative or unruly behavior at apartment events—which hopefully won’t happen—that can tell you something about your residents that you might not have found out otherwise.
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programming ideas Cook-offs are a great way to create an infectious community energy, the smells alone will have resident’s wafting in, just to check out what’s going on. Bring the energy of Master Chef. Chili, cupcakes, a three course meal. Let your resident’s inner foodie shine. You can have a cook-off of any kind utilizing your communal space. If you have a community kitchen great if not, a set of hot plates will do the job. For the best results, make it a big deal! Having teams compete versus single entrants will add enthusiasm. Praising the winner on social platforms and making them visible on your community boards will provide the victory lap they desire to keep them coming back for more, whether it’s the next event or next year (renewals anyone?). Tiki Nights: The Ballad of An Awesome Pool Party. Chances are your property has a pool (if not give American Pool a call ASAP), but chances are even greater that your property managers may have underutilized it. A pool is not only great for your residents to take a quick dip or indulge in a relaxing lap, it serves as a fantastic entertainment space. Use it!
pull off a great event every time Make it Visible. Get signs, door hangers, and social media posts out at least one month in advance (events that require more preparation can be promoted 90 days prior). Target areas with high foot traffic. If you have a community newsletter, make it a habit to publicize the upcoming month’s calendar of events. Allure Residents. Offer special incentives to boost attendance. A simple method? Raffles -- they encourage attendance by entering each participant in a drawing to win a prize. For cook-offs raffle the latest
best selling cookbook. For something more versatile offer a gift card to a local restaurant. Capturing Referrals. Resident only activities are fine for events that can only support a few participants. Don’t make that the norm. Just about every programming event should encourage guests. This isn’t a nuisance, but an opportunity to attract new residents! If they see their friends having a great time, they’ll want a little piece of it for themselves in terms of joining the community. Capture this by collecting their information (name, email, phone, lease expiration) at sign-in or offer a special raffle for guests. Hello Neighbor. While you’re busy getting your residents involved, get your surrounding neighborhood involved too. Local businesses are what make your locale unique. Capitalize on this. These businesses are always looking for customers and your property is full of them. Get the restaurant down the street to cater your next family friendly movie night. Have the boutique around the corner host an exclusive trunk show. Seizing your community resources are a great way to discover new programming your residents will enjoy while fostering mutually beneficial relationships.
Let Them Run With It. Did your resident just come up with the most amazing idea? Don’t shrug it off with a “we’ll think about it.” Give them the agency to plan it! Or better yet, establish an event planning committee made up of members of your team and eager residents. The key is to have your staff facilitate while your residents make the key decisions. Your residents will feel more involved and your staff will enjoy having a few less items on their checklist.
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aquatic solutions
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no community left behind by Julia Hanold, Marketing and Communications Assistant, American Pool Enterprises
For years, certain communities have had difficulty supporting the operation of their high volume aquatic facility. Self management and local pool company management and maintenance options have not been able to meet the demands of these facilities. In many instances concessions are made, pools close early or frequent chemical imbalances occur due to staffing and maintenance shortfalls. Here at American Pool, we have developed a program to make a difference in these unique communities across the country. Many of these communities have been too far from our reach to adequately care for their facilities. We decided that wasn’t good enough -- we wanted to reach every community who needs us! That’s where our newest endeavor, Aquatic Solutions, comes in. With Aquatic Solutions, we make sure all pools and communities have the opportunity to have their needs met. Truly, no pool gets left behind. Our newly designed Aquatic Solutions team ensures that remotely located pools can be taken care of as meticulously as the ones located near our offices. We provide • Staffing & Payroll • American Red Cross Certification • Regular In Service Training • Chemical Handling (OSHA based) • Aquatic & Land Based Programming
• Point of Sale / Cash Management • Service & Repair • Janitorial / Facility Maintenance • Fitness Equipment • Capital Improvements
This innovative model allows us to serve beyond the traditional communities the pool industry has historically favored. These communities include military installations, Parks and Recreation properties and other entities that do not have easy access to
high quality pool maintenance and management. Often, these communities either do not have a full service pool company within working distance, or are a high-volume community that cannot be supported by a local, smaller pool company. In some 15 Aquatic Leader Magazine | FALL 2017
cases, self management has been the least desirable, but yet the only option. Once a community engages Aquatic Solutions to take care of their pool and property, our team recruits and hires a local resident with the skill set to become a Senior Manager. This Senior Manager, after completing pre-work, is flown to our flagship office in Atlanta to complete a three day intensive management and CPO training program. The Senior Managers we employ have the skills necessary to manage a youthful staff of lifeguards, the discipline to monitor facilities down to the very last detail, excellent customer service abilities and the summer flexibility needed to handle the rush of peak season. Hiring reliable team members that reflect our culture of honesty, integrity and safety and who are eager to take the reins in their community is our way of always having a person near the property to be on hand supporting our lifeguards and clients at all times.
No community should have to lower their pool standards because of their remote location. Our unique perspective on implementing satellite teams under
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the leadership of a senior manager helps us hire and thoroughly train local lifeguards and CPO’s to help maintain the remote community at an exceptional standard. This management style is only bolstered with the addition of our Regional Manager, Michael Sheetz, a 10 year industry vet tasked with keeping our managers and staff accountable. These satellite teams submit field and chemical reports daily with our home team conducting special quality audits throughout the season to keep properties running effortlessly and safely without hassle to our clients. With our Regional Manager running the staffing for each customer’s property, we provide a smooth connection to our already efficient business model. Our Aquatic Solutions’ mission is to provide every community with efficient and quality pool maintenance and management. Safety is our number one priority -- and we know it is yours too. No community should have to lower their pool standards because of their remote location. With our long standing reputation and expertly managed teams, Aquatic Solutions can make your community safer and more appealing than ever.
YOU MAKE SURE IT’S BEAUTIFUL. WE’LL MAKE SURE IT PERFORMS. WITH HAYWARD ’S FULL LINE OF COMMERCIAL PRODUCTS, INDUSTRY-LEADING PERFORMANCE IS GUARANTEED. ®
Hayward’s full line of commercial products provides solutions engineered to deliver unparalleled reliability and efficiency. From energy-saving pumps and lighting to best-in-class sanitization and automation, we’ve made it our mission to turn complete pool management into total peace of mind. For more information on partnering with Hayward Commercial Pool, visit haywardcommercialpool.com.
SANITIZATION
AUTOMATION
PUMPS
FILTERS
HEATERS
LIGHTING
» haywardcommercialpool.com » 1-800-657-2287 Hayward, Hayward & Design and the H logo are registered trademarks of Hayward Industries, Inc. © 2017 Hayward Industries, Inc.
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8
hitlist In recent years, more Americans have chosen to rent apartments instead of purchasing a home. Besides avoiding the liability, risk, and mortgage payments that come with homeownership, renting or leasing has the additional benefit of providing desirable amenities that you just can’t get otherwise.
by Keisha Rigby, Marketing and Communications Coordinator, American Pool Enterprises
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must haves With the pressure of competition, there’s an upward trend of properties across the nation offering a unique set of amenity packages to attract residents. Just having a gym or an online payment service is no longer the way to draw in potential residents. With so many amenity options currently available, properties are searching for ways to stand out from the crowd. Now interested parties of all ages are searching for properties with the hottest new features that signify their modern lifestyle.
here are eight of the HOTTEST AMENITIES that will blow your residents away: show pups some love Pet’s aren’t only our best friends, but for many they are considered family. Residential properties have taken note and capitalized on this unique opportunity by offering services that give our favorite tailwaggers the five star treatment. According to the American Pet Products Association’s National Pet Owners Survey, 68% of U.S. households are proud pet owners. Providing amenities like special areas for dogs to socialize off leash (hello rooftop dog parks!), enjoy a little pampering, or even an on-site grooming station for owners to give their furry ones a scrub down, can make all the difference for animals lovers on the apartment hunt. Rethink It: Pets aren’t the only ones that need a washing station. Create an multipurpose outdoor washing station that could be used for a range of activities from rinsing off a bike to giving Spot a quick hose down.
gyms remastered More than just a basic gym, properties now need to offer a little more beyond the usual treadmill and barbell set. 76% of consumers aged 18-29 are more likely to be doing gym-type activities including fitness classes, indoor group training, yoga, pilates, etc. For individuals interested in leading their healthiest life offering a mix of spin, yoga, zumba, or the hottest new exercise class are not only a
way to motivate residents to move in, but serves as great motivation to stay active.
game time No cookie cutter, uninspired game room here. Give your residents something more than the dated board game set up. Video game consoles or even tapping into a few unconventional games like bocce ball or pickleball can electrify the space and encourage an engaged community. Speaking of games, move toward an all around media center with a large format screen to watch big games on. Having a multipurpose room on site will give your property the flexibility to host more creative resident activities everyone can participate in. Rethink It: A space for adults is great, but if you really would like to stand out from the crowd in the multifamily sector, you can’t forget about the children! Create a sound proof playroom for playdates or go a step further like The Modern at Art Place in D.C. They boast a 47,000 square foot children’s museum known as “Explore!”
super tech As a whole, our communities are becoming more tech-savvy than ever. Increasingly, technology has infiltrated our lives becoming a normal occurrence that helps us function daily. The adoption of technology in our home lives is a natural progression. Consequently, residents are looking (and willing to pay a 19 Aquatic Leader Magazine | FALL 2017
Don’t get discouraged! Not all amenities have to be high-end and high-tech to get attention, but most are innovative in nature.
get creative. premium price) for technology enabled units. This could mean installing smart locks to enable keyless entry into the building and/or unit, or installing devices like Nest to control HVAC systems and smoke alarms. These small luxuries go a long way in setting your property apart from others.
spools Take the pool experience to a new level with the addition of a spa pool, or as we like to call it - a spool. This hybrid is both functional and aesthetically pleasing. Spools are equipped with powerful jets that uses its small stature to create a swirling current for swimmers to swim against. To add
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an air of luxury, spools also feature fountains and waterfalls that make them not only relaxing to swim in but also versatile enough to stand alone as a delightful water installation.
group transportation for a night on the town. Remember, it’s all about who you know...
make it exclusive
In today’s web connected world, residents are increasingly putting their foot down about properties that have little to no cell phone service in the building. Many households don’t own home phones anymore, and no cell phone service can mean no work and no engagement. A DAS, or distributed antenna system, is a way to deal with the problems of isolated buildings with spotty or poor service coverage. This technology works by installing a network of relatively small antennas
Give your residents the V.I.P treatment. Whether you can claim big name brands or local mom and pop shops, chances are your property is surrounded by some pretty amazing businesses. Bring them into the fold! Boost your amenity portfolio by offering exclusive perks like priority reservations to the hottest spot in town, special ticket pricing for the latest must-see event, or at-request
living through the web
throughout the property to serve as repeaters, helping extend service throughout every inch of the building. With no more dropped calls or spotty service, investing in a DAS can greatly increase your resident satisfaction.
be resourceful Not all amenities need to be high-end and high-tech to get attention, but most are innovative in nature. At the most basic level an amenity is simply a feature that fulfills your residents needs. Properties can take this quite literally with a lending closet, room, or policy. Use a small storage space complete with common resources like a tool box, vacuum, dolly cart,
ladder and jumper cables available for residents to check in and out for use. Not only will your residents find ease in the convenience, but your property will reap the benefits by fostering a codependent relationship. Give your residents one more reason to think twice about ending a lease agreement. Get creative, think of some items to keep on hand that are unique to your residents.
of $77 per unit. Pet-friendly amenities have the greatest impact on rent increases, along with a relatively low cost to implement. Fitness centers, swimming pools, common areas for socializing and outdoor kitchens not only add value to the property but add value to a resident’s perceived quality of living.
When it comes to adding value to a property, community features have favorable impacts on a property’s bottom-line. In a 2017 report by the National Apartment Association, overall, community-wide amenities garnered higher average rent increases
community favorites. To get the most bang for your buck think of creating an amenities package like a diverse portfolio, provide a varied range of amenity choices at all price points resulting in a win-win for both residents and property owners. 21 Aquatic Leader Magazine | FALL 2017
by Julia Hanold, Marketing and Communications Assistant, American Pool Enterprises
a new
generation
of renters
While many like to put down millennials for spending too much on avocado toast and being glued to their phones, they are still an up and coming highly educated generation who want a living space they can call their own. A large generation, with many not ready to buy a home but ready to move out of their parents house, they have become a perfect target for rental properties. While wages plateau, inflation continues to rise, student loan debt hampering one’s ability to save, and other millennial-era problems, young adults would rather spend their money on long-term rentals with high-end amenities as a way to avoid the costly housing market, but still maintain the lifestyle they’ve aspired to have. Buying a single family home in the suburbs was once the poster image for the “American Dream.” The white picket fence, the dog barking as the mailman passes, a house full of children, the young parents. However, within the past decade or so, various obstacles (like the above mentioned student loan debt and stalling wages) have quelled the “American Dream” for many of the children whose
parents were able to achieve it. A 2016 study found that while home ownership was on the decline, renting increased by 2.3%. Let’s also not forget that the housing market crash of 2008 is still fresh in many millennial minds. Maybe their parents lost a home or an investment, and that can be a scary memory for a young adult in the world. Currently, the home owner rate for ages 25-34 fell drastically to just 39%. This is a distinct change from the parents of these young adults who thought of buying a home as a rite of passage every 20-something went through. Compared to previous generations, millennials are more likely to be underemployed, which could be another glaring reason home buying has been on the decline. In 2013, the mean student loan debt among 25 year olds was $20,926. These graduates are stuck paying off their loan instead of saving for a down payment. U.S. News published a study where out of 3,230 student loan buyers, a whopping 71% of them told the association their student loan debt greatly hindered them from buying a home. This means that an online rent payment with regular maintenance, appliance replacement, and modern amenities sounds pretty luxurious to millennials stuck in a financial bind. Forbes Magazine states amenities as the number one reason millennials rent, this includes
open shared spaces, pools, movie screenings, concierge services, 24/7 fitness centers, and much more. Owning a home has many perks, but the high costs that come with it can scare off millennials with notoriously low savings. Just because someone can afford an FHA loan, does not mean they can afford to replace a washer and dryer unit when it breaks the following week, or shell out thousands for a flood or damage before the insurance check comes in. Paying for an expensive gym or pool membership on top of everything else they’re paying? No thank you! That’s where property amenities make all the difference. It’s important to remember that while millennials may struggle more than their parents with money they are still willing to pay for a high quality lifestyle, it’s just in a different fashion. Two big factors in rental properties that can be the deciding point for millennials are modern amenities and a love of community. Many amenities that were originally seen as a luxury addition have now become a basic necessity of rental properties. Millennials as a generation have been known to be big spenders -- but they are most interested in products that are more affordable, high in quality, and ethically sourced. This means that property managers should not be afraid to go a little deeper into the budget pocket than originally planned, millennials are looking for these
higher quality amenities and will pay out for it. Especially for those renting in an urban area without much space, adding communal cooking and relaxing areas, along with a more community friendly pool, can help distract renters from the smaller size of their apartment. They can still host their big parties without worries of noise complaints or cramped guests. Combining as many amenities into one cost is another draw towards renting. Millennials are notoriously concerned with their health and fitness, which means they will find a way to get to a gym somehow. If a property can offer that with their rent, that can be a deciding factor when they’re choosing a new place to live. While some private gyms can be affordable, they do not provide the quick, 24/7 access that having one on your own property can. Investing in fitness rooms for classes with instructors and updated equipment can make any property’s fitness center feel like an expensive independent gym. Other modern benefits may be more subtle, like a building with full cell phone service even in the garage. This is a small detail to think about, but can make the difference for a generation living through the web. Millennials, like most people, are looking for the most bang for their buck. Rental properties that provide high end amenities draw young adults looking to pay out to live an all-inclusive lifestyle. Communal kitchens and lounge spaces, upgraded pools with sun decks, on site concierge service, 24 hour fitness centers with the newest and most cutting edge fitness equipment, along with many other great amenities, will enhance your property value and keep young renters there for the long haul. Be on the forefront of the newest amenity trends, show residents that you are willing and eager to upgrade their lifestyle and keep them living in luxury.
23 Aquatic Leader Magazine | FALL 2017
MAKING MAGIC HAPPEN. LIVunLtd creates custom Concierge, Fitness and Wellness experiences for Residential and Commercial Buildings, Spas and Hotels around the world. 212-784-2390 / livunltd.com
crossword
test your knowledge
with a fun pool puzzle. across
5 a miniature pool with jet streams and moving water
7 a feeling or atmosphere completely
unique to your property and residents
8 a cascading addition to any pool 9 this schedules and operates pool
filtration cycles, temperatures, sanitation, water features, and more
12 a group between gen X and gen Y down
1 an area where groups can gather for activities
2 3 4 6
a city in the lone star state on-site assistant natural stone used to line pools activities and events used to create a community culture with residents
10 this is sometimes called a white coat 11 a device that cleans pool water
1
3/17/17
1:01 PM
Answers: 1 communal, 2 houston, 3 concierge, 4 tile, 5 spool, 6 programming, 7 culture, 8 waterfall, 9 automated control system, 10 plaster, 11 filter, 12 millennial
why_heartline8x43172017bleed.pdf
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reflections My career with American Pool Enterprises has been an amazing journey. One that has taken me to many different places and has allowed me to learn so many different aspects of this unique business. Along the way there have been plenty of ups and downs, but over the years at American Pool I believe my contributions have not only helped our company grow, but have provided me with an enormous amount of personal growth. I started my journey back in 1996 as a lifeguard for our Maryland office. At the time, I was working in my girlfriend’s (now wife’s) father’s warehouse. My lack of skill in that area quickly made it obvious that I needed to find another summer job, so I went to my older brother for advice. He and his fraternity brothers were all working as lifeguards in Beltsville. With nothing to lose, I jumped at the opportunity. Like so many people, I never intended for my stint as a lifeguard to launch a career in the pool industry, but I stuck around and climbed up the ladder. I was fortunate to gain a wide breadth of experience by working in different positions - Area Supervisor, Construction Labor, Assistant Regional Manager, Regional Manager, General Manager, VP of Management, and finally, President of our Houston operation. As I built my resume, I had the opportunity to work in a whopping six different American Pool locations. Each new team exposed me to a range of operational tactics and strategies broadening my perspective on the industry’s leading practices. In the fall of 2015, I earned an opportunity to manage a new office in Houston, Texas. I had never been to Texas, and my perception of it was based solely on what I’d seen in Dazed and Confused and Friday Night Lights. The move to Houston was one of the most difficult challenges I’ve faced. Our Houston office was a startup, built from scratch without an existing infrastructure in place. It took some time to learn the area,
with Brooks Wedeking President, American Pool Houston
culture, and local industry expectations. While trying to get acclimated to my new surroundings, I was also trying to pick-up the business side of running an operation. These are skills that no amount of preparation could prepare you for, skills that could only be learned while serving at the most senior level of an organization. The first year was exciting, but it was tough -- it was difficult being separated from my family, who were still back in Maryland, waiting for the school year to end, and for our house to sell. Once we found our footing in Houston, I began to build upon our already successful strategies and procedures I had learned in my many previous positions. Ultimately, we built our reputation by providing a higher level of service than what our customers had been accustomed to. Soon after, we turned our losses into gains, established ourselves and our processes, and my family and I moved into a great neighborhood and proudly became official Texans! As a brand new manager of a brand new operation, it would be an understatement to say that I was completely overwhelmed when we initially got the Houston office up and running. My saving grace was the astounding network of people in our corporate office, and other area American Pool offices that were there for me and my team through it all. From New Jersey to Georgia, our offices didn’t hesitate to lend personnel when we were slammed. I was able to lean on so many people, many of whom I had never really even spoken to prior to my move to Texas. The biggest challenge we’ve experienced here in Houston was Hurricane Harvey. Harvey hit Houston on August 25, and decided to linger directly over us for about thee days, dumping up to 50 inches of rain in some areas. Personally, it was scarring for my family and I. The storm generated multiple tornadoes, and even more tornado warnings. Our kids spent several nights sleeping
in our closet, all the while our phones were blaring new warnings every hour or so. On the third night of the storm I realized that the storm drains on our street were at capacity, and our street was quickly filling with rainwater. It was a surreal experience trying to protect my house at 3 am the best I could with sandbags and tarps. Thankfully, when the rain stopped, the water receded, and my family and I were OK. Unfortunately, so many of our neighbors in our adopted hometown didn’t fare as well. Thousands lost their homes, billions of dollars of damage was done, and the recovery is expected to take years. Our team suffered their own losses as well. Our General Manager, Adam Berthelot, had his house flood with over three feet of water. Scott Joyner, our Operation Manager, completely lost his apartment to a flood. Both of these guys have had to spend hours dealing with FEMA, insurance, and everything else as they try to rebuild. Despite the personal tragedies they have incurred, these guys continued to step up and put the effort in. The storm hit the weekend before Labor Day. The majority of guarded pools were closed Labor Day weekend because of it. It didn’t sound like most of our competitors even considered opening that weekend. Yet we were able to open 75% of our pools. The fact that we were able to manage that feat is a testament to the dedication of our lifeguard and full time staff. Even when guys like Adam and Scott were dealing with the realization that they were now homeless, they still gave 100%. I couldn’t be more proud of them.
During my tenure with American Pool I discovered the importance of creating value. I’ve seen a lot of people come and go with expectations of promotion, but no intention of putting in the time or effort. At one point I was one of those people. I’ve learned that this is a company that will reward or create opportunities for people that work hard and dedicate themselves to our clients. Our company is chock full of examples: Michelle Porter, President of the Virginia and Maryland offices, who started as a receptionist; Scott Wicks, President of Specialty Pool & Fountain, who started as a construction laborer; and Kasey Simon, President of United Work and Travel, who started as a lifeguard. This is a company that will give you the opportunity to work your way up to the top through hard work and commitment. It doesn’t matter who you know, what your race/gender/religion is, only the amount of effort you put in day in and day out. Isn’t that what the “American Dream” is all about?
27 Aquatic Leader Magazine | FALL 2017
the american pool american pool ent, inc. 11515 Cronridge Drive, Suite Q Owings Mills, MD 21117 Ph: 877-920-7665 americanpool.com
american pool florida 6601 NW 14th Street, Suite 7 Plantation, FL 33313 Ph: 954-792-1191 | TF: 1-888-905-7665 Fx: 954-792-1226 americanpool.com/fl
american pool georgia 4040 Nine McFarland Drive, Suite 1100 Alpharetta, GA 30004 Ph: 770-638-1665 | TF: 1-877-709-7665 Fx: 770-638-0622 americanpool.com/ga
american pool houston 1304 Langham Creek Drive, Suite 124 Houston, TX 77084 TF: 1-877-920-7665 Fx: 713 880-0943 americanpool.com/tx
american pool long island 107 Bridge Road, Islandia, NY 11749 Ph: 631-240-0930 | TF: 1-877-494-7665 Fx: 631-693-5356 americanpool.com/li
american pool maryland 9305 Gerwig Lane, Suite E Columbia, MD 21046 Ph: 410-363-6800 | TF: 1-877-540-7665 Fx: 410-363-9959 americanpool.com/md
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american pool new jersey
american pool pennsylvania
85 Campus Drive, Edison, NJ 08837 Ph: 732-512-1900 | TF: 1-888-621-7665 Fx: 732-512-1901 americanpool.com/nj
3580 Progress Drive, Suite E Bensalem, PA 19020 Ph: 215-283-0300 | TF: 1-866-267-7665 Fx: 215-283-1909 americanpool.com/pa
american pool nnj/ny 200 Airport Executive Park, Suite 202 Nanuet, NY 10954 Ph: 845-356-9119 | TF: 1-866-880-7665 Fx: 1-877-396-4539 americanpool.com/ny
american pool new york city 200 Airport Executive Park, Suite 202 Nanuet, NY 10954 TF: 1-877-714-7665 Fx: 845-356-9229 americanpool.com/nyc
american pool north carolina 8628 Barefoot Industrial Road Raleigh, NC 27617 Ph: 919-878-3661 | TF: 1-866-951-7665 Fx: 919-787-4224 americanpool.com/nc
american pool pittsburgh 3261 Babcock Boulevard Pittsburgh, PA 15237 Ph: 412-781-5950 | TF: 1-866-630-7665 Fx: 1-877-209-8315 americanpool.com/pitt
american pool southern new jersey 1040 S. Route 73 Berlin, NJ 08009 Ph: 856-767-5159 | TF: 1-877-371-7665 Fx: 856-767-8303 americanpool.com/snj
american pool virginia 6596 Fleet Drive Alexandria, VA 22310 Ph: 703-579-0885 | Fx: 703-822-0049 americanpool.com/va
american pool orlando 4434 Parkway Commerce Boulevard Suite H Orlando, FL 32808 Ph: 407-412-7580 | TF: 1-877-920-7665 Fx: 407-412-7582 americanpool.com/orl
american pool ohio PO Box 570450 Macendonia, OH 44067 TF: 1-866-630-7665 Fx: 877-209-8315 americanpool.com/ohio
4040 Nine McFarland Drive, Suite 1100 Alpharetta, GA 30004 Ph: 770-638-1665 Fx: 1-866-795-4021 americanpool.com/aqs
11720 Biscayne Boulevard Miami, FL 33181 Ph: 305-893-4036 allfloridapool.com
family of companies pearl south carolina 4669 Franchise Street North Charleston, SC 29418 843-627-4935 pearlpools.net
414 Airport Executive Park Nanuet, NY 10954 Ph: 845-371-5640 | ext. 106 Fx: 845-371-5680 livunltd.com
EST. 1983 R
FITNESS SYSTEMS
poolman (phoenix) 3242 South Central Avenue Phoenix, AZ 85040 480-991-7970 poolman.com
8041 Cessna Ave #200, Gaithersburg, MD 20879 Ph: 800-262-3348 heartlinefitness.com
clearly poolman pearl
586 Benjamin’s Way Lewisville, TX 75057 972-221-1213 poolman.com
toronto 24 Martin Ross Avenue Toronto, ON M3J 2K8 Phone: 416-665-0410 Toll Free: 1 800-881-1625 Fax: 416-665-6877 superiorpool.com
ottawa 65 Bentley Avenue – Unit 13 Ottawa, ON K2E 8B4 Phone: 613-228-1212 Toll Free: 1 855-228-1212 Fax: 613-228-9432 superiorpool.com
poolman (san diego) florida pearl florida 5641 Division Drive, Suite 2 Fort Myers, FL 33905 239-677-4395 pearlpools.net
pearl maryland 13761 Travilah Road Rockville, MD 20850 301-315-6601 pearlpools.net
9373 Activity Road, Suite A San Diego, CA 92126 619-746-6990 poolman.com
poolman (las vegas) 920 Wigwam Pkwy, #100 Henderson, NV 89014 702-263-0021 poolman.com
11403 Cronhill Drive, Suite A Owings Mills, MD 21117 unitedworkandtravel.com
ocean city 5700 Coastal Highway, Suite #202 Ocean City, MD 21842 unitedworkandtravel.com
wilcoxon construction
pearl north carolina 8628 Barefoot Industrial Road Raleigh, NC 27617 919-746-7011 pearlpools.net
headquarters
9305 Gerwig Lane, Suite E Columbia, MD 21046 Phone: 443-367-0138 (Pool) Phone: 301-495-9666 (Fountain) Fax: 301-495-9677 specialtypoolandfountain.com
15120-A Southlawn Lane Rockville, MD 20850 Phone: 301-340-6393 Fax: 301-251-0970 wilcoxonconst.com
29 Aquatic Leader Magazine | FALL 2017
client spotlight American Pool Maryland | Shipley’s Choice
Shipley’s Choice Swim and Tennis Club is a recreational facility in Severna Park, Maryland. Tracy Winters, Shipley’s Pool Chairperson spoke with us to share her community’s experience with American Pool.
Tell us about Shipley’s. In order to be a member, you need to live within the community. We started out with just our one main pool and a baby pool. In the mid-90’s we put in what we call our mushroom pool. As our community continued to grow, there was a 4-5 year wait list just to get into the pool. With the addition of our new pool we were able to double the membership we offer to the community.
From a family perspective, what’s the benefit of having a local pool for members of the community? Most of the kids in this community go to Shipley’s Choice Elementary School. There is a school swim team and on some weekends we have a DJ or live music, we’ve hosted food trucks, had ice cream socials, a crab feast, Rita’s... it’s all a part of the pool! The band comes and plays under our pavilion, playing music while members swim. On site, we have grills as well. We host movie nights for the kids where they can either be in lounge chairs or in the water watching the movie. We also have a swim team that is open to kids ages 4-18, as long as they are pool members.
What goes into your decision to use American Pool every year? We’ve built a real rapport with Matt Huson, American Pool Maryland’s Director of Operations and the AP team. They make it clear that we are a priority to them every year. They are attentive and make sure we are always taken care 30 Aquatic Leader Magazine | FALL 2017
of. When we ask questions or expect certain things, they get it done. American Pool pays attention to the details.
What is it like working with Matt Huson? I’ve worked with him since taking this position three years ago. He answers any communication from us pretty much any time of the day! We had a few pool related questions that he responded to immediately while he was out of the office. Just the fact that he responded shows us how dedicated the team is.
How has American Pool stepped up in a difficult situation? A snake was living in the basement of our clubhouse in the pump room. Sean stepped up and removed the snake safely. That’s not something you’d expect from a pool company, but they were there to help to the best of their ability.
Does Shipley’s Choice utilize our lifeguard management program, Guard for Life? Yes, we need a ton of lifeguards. On a normal day we have to have three lifeguards sitting and at least one manager roaming and one or two in the guard house. Understanding the adjustment that comes with operating our pool, Matt gave us the opportunity to hand pick managers that are now familiar with our demand. Basically, our wish is his command.
Was there any lifeguard in particular that has done really well with your patrons? There was one lifeguard and two different managers that have really stood out. They handled the parents and members with proper politeness and
firmness explaining why certain things were happening or why rules needed to be enforced for our members safety. They were on top of what needed to be done at the pool whether it was emptying trash or seeing that “oh gosh - we got busy really quickly. We need to have a roaming guard.” They anticipated the needs of the pool. This is especially important and the reason why we need so many lifeguards — we work with a lot of children at our pools. On average, every family in this community has two to three kids. We have a lot of little ones that have to be watched!
What projects have you collaborated with American Pool on? We’ve installed two shade structures and new concrete. We just replastered our mushroom pool. American Pool installed new slides for us six or seven years ago. At one point during the construction of a shade structure we had a permit issue because a previous company that worked for us didn’t close it out properly. I was on the phone with Matt at least four times a day at that point. He was on top of the issue and never got frustrated with me. He and his team always kept me in the loop during every step of the process.
Any final remarks on your experience with American Pool? It’s been a fun experience! I like the fact that we built a friendship. A working friendship — we can sit and joke around with each other and have fun. It doesn’t always have to be so serious. But of course, when we do get serious, it’s taken seriously. Knowing that we are a family first community, there’s confidence in the service that American Pool provides.
Looking for a new construction, maintenance, renovation or management service provider for your pool? Visit americanpool.com/contact-us to tell us more about your property, we’ll review your information and be in touch within 48 hours!
AMERICAN POOL ENTERPRISES, INC. 11515 CRONRIDGE DRIVE, SUITE Q OWINGS MILLS, MARYLAND 21117
NOW HIRING! Guard for Life believes that being a lifeguard is more than a job. By getting hired, you can make an impact on your community, develop your skill set and even discover a new career. It's more than a summer by the pool. It's an experience of a lifetime.
Visit guardforlife.com to learn more.
FOLLOW US below for special giveaways, contests announcements & more! @guardforlife my_guardforlife Guard for Life @guardforlife
32 Aquatic Leader Magazine | FALL 2017